More than a quarter of the television audience is online when they’re watching traditional television. And 30 percent of that group is on Facebook, talking to their friends — and posting about the shows they’re watching. For news entities, this presents an unparalleled opportunity to garner reaction from all corners of their viewing public, leading to insights and editorial situations that are as exciting as they are unpredictable. We speak with four of the leading names in the new era of #socialtv about what they’re doing today, and what they’ll be doing soon to incorporate the news consumer in the very product they’re watching, on-screen, online and on mobile devices.